Nintendo of Europe turned to Blast Radius to create an integrated interactive campaign in support of the release of its Super Mario Sunshine game for the Nintendo GameCube. Key components of the strategy included a micro site, a printed VIP registration card, a VIP incentive package, and e-mail and banner ad components.

Working with the game’s concept - Mario must rescue a tropical island from an evil Mario impersonator who has polluted its pristine environment - Blast Radius created a user experience strongly connected to game play. The site is ‘sludged’ with graphic muck that partially obscures some of the content including assets, screenshots, game movies, wallpaper and other downloads. Gamers can register to join Mario’s Clean-Up Crew, construct their own FLUDD (Flash Liquidizer Ultra Dousing Device), and clean away the sludge to reveal the bonus content.The e-mail and banner portions of the campaign employed the same creative thought as the site. E-mails and banner ads worked to encourage people to visit the micro site, buy the game, and register their games online. The VIP registration card was enclosed with the Super Mario Sunshine game and communicated the advantages of registering the game online including the VIP incentive package.